THE GOLDMINE AND MINEFIELDS OF SOCIAL MEDIA FOR PROFESSIONALS & BUSINESS OWNERS *ALL COPYRIGHTS RESERVED SALENE MAZUR KRAEMER, ESQUIRE, MBA, CTP-D [email protected]KATIE IMLER, JD/MBA STUDENT, PITT LAW 2014 [email protected]1
1. THE GOLDMINE AND MINEFIELDS OFSOCIAL MEDIA FOR PROFESSIONALS
& BUSINESS OWNERS *ALL COPYRIGHTS RESERVED SALENE MAZUR
KRAEMER, ESQUIRE, MBA, CTP-D [email protected] KATIE IMLER,
JD/MBA STUDENT, PITT LAW 2014 [email protected] 1
2. WHAT ARE YOUR BURNING QUESTIONS? 2
3. Overview How to What is Social Participate Media? (the 6 Ps)
Downsides for aBenefits for a Business Personal Business and a
Legal & Ethical Issues and a Professional Experiences/Questions
Professional Definition Benefits Drawbacks How To Issues
Experiences 3
4. If you are a business and want to survive,you cannot ignore
social media.Molson Canadian Beer- Link
VIDEO:http://www.youtube.com/watch?v=Ia3Utt8boKY&featu
re=youtu.be 4
5. SOCIAL MEDIA A DEFINITION [B]lending of technology and
social interactions for the co- creation of value -Wikipedia A
group of Internet-based applications that build on the ideological
and technological foundations of Web 2.0, which allows the creation
and exchange of user-generated content, as opposed to the passive
viewing of content. CGM-consumer-generated media.Definition
Benefits Drawbacks How To Issues Experiences 5
6. What Is Social Media? Blogs Media Sharing Microblogs
Websites (Twitter) (YouTube, Flickr, Slide.com) Collaborative
Social Networks (Facebook; Social Sites (wikipedia; LinkedIn) Media
investopedia)Definition Benefits Drawbacks How To Issues
Experiences 6
7. 7
8. The Web Is What You Make of It VIDEODOES SOCIAL MEDIA
INTIMIDATE
YOU?http://www.youtube.com/watch?v=R4vkVHijdQk&feature=share&list=P
L5308B2E5749D1696 8
9. MY SOCIAL MEDIA STORY FLICKR: (2011) salene photostream
FACEBOOK: 650 friends 115 likes (2010) TWITTER: @salenekraemer
(2009) 960 followers BLOG: (November 11, 2009) 20,000 + hits, 50+
posts LINKEDIN: (2007) 913 connections 9
10. MY SOCIAL MEDIA STORYLINKEDIN: BLOG: 10
11. MY SOCIAL MEDIA STORYTWITTER:FACEBOOK:FLICKR: 11
12. IS SOCIAL NETWORKING VALUABLE FOR BUSINESSES OR A USELESS
DISTRACTION? -Seth Godin
VIDEOhttp://www.youtube.com/watch?v=r0h0LlCu8Ks&feature=youtu.be
12
13. Perks for the ProfessionalCreate personal brand Stay top of
mindBuild credibility Get word of mouthHumanize yourself
marketingGain competitive edge Connects you to the in bid process
clientsKnown in Industry Definition Benefits Drawbacks How To
Issues Experiences 13
14. Perks for the Professional Modern Rolodex Exposure to
Media/News Outlets Networking with strangers Real-time updates on
prior to event #wlusocial changes in the legal or media business
landscape Gather better research re: Access to like-minded
prospective persons clients, competitors, adversa ries Promote
clients events (*) Depository for info to share w/ client via
several media Definition Benefits Drawbacks How To Issues
Experiences 14
15. Benefits for the Business Attract New Connect/Participate
with Exhibit Unknown Customer Communities Aspects Business
Stakeholders Create buy-in/loyalty Charity, corporate Clients,
supporters culture Multiplier effects of Referral fans communities
IKEA Provide glimpses into sources, partners personal lives of
Develop relationships owners Investors, lenders Gather information
re: specialists, end- Reveal behind the users, competitors scenes
Definition Benefits Drawbacks How To Issues Experiences 15
16. Benefits for the Business Promote overarching goal of
Promote business your business special events/sales Increase
awareness of product or services Expand your target Describe
experience by market (globally) Fundraising actual customers Open
opportunities for news mentions Police reputation/brand Reciprocal
promotion Post/fill job descriptions of businesses Definition
Benefits Drawbacks How To Issues Experiences 16
17. IKEA Creating a Facebook
Communityhttp://www.youtube.com/watch?v=0TYy_3786bo VIDEO 17
18. Warnings for the Professional Tarnish reputation Get fired
Viral May alienate clients, potential clients, vendors, referral
sources by promoting a particular
client/event/brand/business/cause/ Permanent politics May create
uninsured events Non-private May become victim of
harassment/discrimination/stalking /bullying Definition Benefits
Drawbacks How To Issues Experiences 18
19. Additional Warnings May reveal too much info to adversary
Ethics violations issued by professional associations/licensure
action Used in litigation against you Used in background check for
hiring Used if potential juror Criminal penalties, monetary
penalties Definition Benefits Drawbacks How To Issues Experiences
19
20. Downsides/Risks for the Business Time-consuming and
expensive Need accurate, consistent legal or business info May
reveal too much info to competitors Sound bites are too short for
disclaimers Fake or coerced friending References for departed
employees Distorts reality Postings later used in
litigationDefinition Benefits Drawbacks How To Issues Experiences
20
21. Downsides/Risks for a Business Need express policy,
procedures & remedial action Cannot monitor every thing
employees do/risk of company criticism or controversial statements
Direct or vicarious liability (copyright, trademark, harassment,
defamation, discrimination, negligent hiring) Inadvertent
disclosure of confidential and/or $ info Deceptive trade practices
Social media loafing Definition Benefits Drawbacks How To Issues
Experiences 21
22. McDonalds Hashtag Fiasco http://www.youtube.com/wa
tch?v=iAJpox-MI2Q VIDEO 22
23. How to Participate: The 6 Ps of the Big 3 Professionalism
Profile Privacy Protocol Performance Practice (Etiquette)
Definition Benefits Drawbacks How To Issues Experiences 23
24. BUSINESS INTERACTIONS WITHSOCIAL MEDIA POSTING ACCESS
Company sponsored: Employee postings on behalf of Employee
non-business marketing, recruiting, customer Monitoring online
discussions business postings Background checks service, branding,
PR, news by TP and employees 24
25. The Big 3 LinkedIn Twitter Facebook Definition Benefits
Drawbacks How To Issues Experiences 25
26. PROFESSIONALISM: THE BLUR LinkedIn Twitter 100%
professional Facebook 80% professional 5-40% professional *Forging
new relationships *Best referral networkDefinition Benefits
Drawbacks How To Issues Experiences 26
27. PERFORMANCE: Update status (personal, market expertise, tag
friends) Share/post links (articles, blogs, news, tag/share)
Facebook Comment /Like (after networking, achievements, bdays,) Fan
Pages Twitter Tweet re: services /products, industry trends/know
how, tips, advice, personal stories LinkedIn Retweet Respond to
@replies/mentions Comment on other users links/tweets Update status
(events, variety) Ask questions in tweet Comments/like/share other
s Use hashtags/tweetups updates Socialize Engage in groups Use
lists/favorites (discussions/share news) Email to target
groupDefinition Benefits Drawbacks How To Issues Experiences
27
28. What Type Best Suits You? 28
29. PROTOCOL/ETIQUETTE: The Dos Think 2X before sending
anything Remember you are likely Demonstrate expertise monitored
Follow diverse users and read Comply with any corporate policies
diverse content (logo, branding, disclosures, Read and/or
editorialize shared disclaimers) links Add value, inform Be
respectful Be authentic Include personal comments to humanize Use
privacy controlsDefinition Benefits Drawbacks How To Issues
Experiences 29
30. PROTOCOL/ETIQUETTE: The DontsForget your acts may be Swear
imputed to employer Mention politics/religionBe negative. Do not
disparage Spam anyone period Send autoresponses orBe insincere or
fake autostream to blogs/syncMake a blatant sales pitch status
updatesRefer to client or corporate @reply when you meant to DM
confidential info Post to a wall when you shouldGive away too much
have emailed via INBOX location/personal dataTag with wild
abandonDefinition Benefits Drawbacks How To Issues Experiences
30
31. SOCIAL MEDIA POLICIES- Issues toBe AddressedGround rules
for different sites Protecting Image/brandScope: apply to internal
and/or Confidential/inappropriate external communications
informationSpeaker transparency/ Approach will vary based on
disclaimers/dissociation of industry, applicable views/endorsement
laws/regulations, scope of company and employee use,Disciplinary
sanctions marketing/PR goalsCompliance with applicable laws 31
32. SOCIAL MEDIA
POLICIEShttp://www.youtube.com/watch?v=8iQLkt5CG8I VIDEO One
Governments Employee Social Media Training Video 32
33. Ethical Issues When does attorney/client Keep hard copy for
2 relationship begin? years Utilize disclaimers No referral
payments to non-lawyers Social media engagement No celebrity or
public Unauthorized Direct with adversaries Advertising figure
endorsements practice of law Solicitation Watch conduct as a blog
Must disclose paid commenter, in chat rooms endorsements
Specialization Confidentiality Communications Definition Benefits
Drawbacks How To Issues Experiences 33
34. Legal Issues Intellectual Property Employment Law Tort
Contract/Regulatory Definition Benefits Drawbacks How To Issues
Experiences 34
35. Legal Issues Trademark Intellectual Property infringement
Trade Secret Tort violations Contributory infringement Breach of
Contract /Regulatory Right of Publicity contract Copyright
Namesquatting infringement False Advertising Impersonation
Secondary infringement Promotions/ Defamation (libel) Sweepstakes
Fair Use Invasion of privacy Unfair competition Definition Benefits
Drawbacks How To Issues Experiences 35
36. Employment Law Employee v. Employment Sexual Independent
Discrimination Harassment Contractors Quid pro quo
Recruiting/hiring, terms/conditions of employment/promotion, wages,
Know the difference Hostile work environment Firing, retaliation
*Strict liabilityDefinition Benefits Drawbacks How To Issues
Experiences 36
37. More Employment Law IssuesBlog o Corporate and
personalReferences o LinkedInTwitter o Rep for your firmTexting
while drivingGoogling CandidatesFacebook o Including PasswordsFirst
Amendment Definition Benefits Drawbacks How To Issues Experiences
37
38. Types of Employment Policies Social Nondisclosure/ Media
Relations Confidentiality Media Agreement Acceptable Crisis Data
Leakage TrainingEmail/Internet Management Prevention Sessions
UseDefinition Benefits Drawbacks How To Issues Experiences 38
39. SOCIAL MEDIA TRENDS 2012 39
40. Social MobileLocal VIDEO 40
41. The Big Shift: YouTube 41
42. 42
43. Definition Benefits Drawbacks How To Issues Experiences
43
44. Definition Benefits Drawbacks How To Issues Experiences
44
45. 10. Chrysler 9. Qwikster 8. Qantas 7. Godaddy.com 6.
Unilever (Ragu) 5. Kenneth Cole 4. Anthony Weiner 3. Virgin America
2. Paypal 1. Blackberry -David AmerlandDefinition Benefits
Drawbacks How To Issues Experiences 45
46. Thank You! Are You Ready to Jump on the Social Media
Bandwagon? 46
47. Salene Mazur Kraemer, Esquire, MBA, CTP-D
[email protected] Katie Imler, JD/MBA Student, Pitt Law
[email protected] Pennsylvania Avenue, Suite B,Weirton, WV
26062304.300.05931911 Wharton StreetPittsburgh, PA
15203412.427.7075 www.mazurkraemer.com 47
48. *The 6Ps of the BIG 3 for Job-Seeking JDs, by Amanda Ellis
http://www.6psbig3.com/blog/index.php/buy-the-book/ or
http://amzn.com/0578053039.* PBI.orgs CLE Facebook, Twitter,
Blogging- Oh My Space, available here http://tinyurl.com/3sasdjm
See my Twitterfeed https://twitter.com/#!/salenekraemer RESOURCES
48
49. Let us help you bring your business up tospeed 2 hour
consultation with key management re: social media needs/instruction
Customized Social Media Policy 5% discount if you Tweet or Facebook
post your request to @salenekraemer or the MAZURKRAEMER Facebook
Page 49